Landing Page Design Tips

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

🪴 Designer’s Guide To Redesign, Step-By-Step. Useful guidelines on when and how to redesign, how to avoid pitfalls and how to make users fall in love with the new design ↓ 🚫 Avoid big-bang redesigns unless absolutely necessary. ✅ Big improvements come from cleaning up, not building up. ✅ Always prefer incremental changes over a major overhaul. ✅ Build on top of already existing usage/behavior patterns. ✅ Keep the old way of working first, and transition slowly. 🚫 Don't start from scratch: deconstruct what you have. ✅ Build a shared understanding of what your goals are. ✅ Look for patterns/flows that users rely on frequently. ✅ Map them in the new design to avoid breaking changes. ✅ Give an option to try a new design, restore the old one. 🚫 Don’t pack a lot of sudden changes in all at once. ✅ Users accept changes if they see value in them. ✅ Highlight and explain changes to returning users. ✅ Explain to users how the change actually helps them. ✅ Prepare your customer service way ahead of time. Personally, I always try to avoid redesign projects whenever possible. They are extremely costly, complex and time-consuming ventures — and too often without valuable outcome for end users. Instead, we need to seek where we can increase the value and apply our design efforts to that area. As Jared Spool argues, we often think that users don’t like change. Yet users go through small and big changes all day long. What users don’t like are breaking changes. Sudden interruptions. Blockers. Bad surprises. Changes that they don’t understand and can’t see any value in. That’s what we need to avoid. You might not need a redesign. You might need to revamp email newsletters. Or improve your product pages. Or optimize for repeat business. Or address a new market. Or better cater to older audiences. Or just invest in a better search. These are typically much more urgent issues that everybody will benefit from. But if you do, break up changes in small increments and roll out gradually. But: don't ask for opinions. Ask if people in the room agree with the direction the new design is taking, and if not, why not. Good redesigns are evolutions, not revolutions. Refine slowly as you go, and you’ll be surprised that users might not even notice that you’ve redesigned at all. Useful resources: How To Redesign, A Step-By-Step Guide, by Taras Bakusevych https://lnkd.in/dgKeQGn7 Users Don’t Hate Change, But Our Design Choices, by Jared Spool https://lnkd.in/eXmQBGR2 How to Redesign, The Right Way, by Paul Boag https://lnkd.in/eGbYYiCS How To Run A UX Redesign Workshop, by Sarah Jee Watson https://lnkd.in/eGi2uXrV Designer’s Guide To Redesign, Step-By-Step, by yours truly https://lnkd.in/e8fXxCdV #ux #design

Have you ever spent endless hours on a project just to end up realising that a more straightforward method would have been more effective? This common mistake, referred to as over-engineering, can cause needless complexity and inefficiency when developing new products. Understanding Over-engineering > Over-engineering happens when a solution gets more difficult than it needs to be, usually by adding features or functionalities that do not directly meet the needs of customers. > This can lead to higher costs, longer development cycles, and less user-friendly products. Real-World Example: The Juicero The Juicero, a high-tech juicing machine, was released in 2016. It cost $700 and was designed to squeeze proprietary juice packets with considerable force. Later on, though, it was found that the costly machine was not essential because the same juice bags could be squeezed by hand. The company was eventually shut down as a result of the public outcry following this disclosure. My Own Story: The Overly Complex Website I was in a team early in my career that was assigned with creating a company website. We included the newest interactive elements and design trends in an effort to wow. Feedback received after the launch, however, indicated that visitors found the website overwhelming and challenging to use. In our pursuit of innovation, we had failed to realise the website's main purpose, which is to provide easily comprehensible information. I learnt the importance of simplicity and user-centred design from this experience. Useful Tips to Prevent Over-Engineering 1. Pay attention to the essential needs: Focus on key features that meet user needs and clearly explain the issue you're trying to solve. Don't include features that aren't directly useful. 2. Adopt Incremental Development: Begin with an MVP that satisfies the fundamental specifications. By using this method, you may get user input and decide on new features with knowledge. 3. Put Simplicity First: Use the KISS philosophy, which stands for "Keep It Simple, Stupid." Simpler designs are frequently easier to use and more efficient. 4. Verify Assumptions: Talk to users to learn about their wants and needs. This guarantees that the things you create will actually be useful to them. 5. Promote Open Communication: Create an environment where team members are at ease sharing thoughts and possible difficulties. Over-engineering tendencies can be recognised and avoided with the support of this collaborative environment. Have any of your initiatives involved over-engineering? How did you respond to it? Post your thoughts and experiences in the comments section below!

For months, Gal Aga, Founder & CEO of Aligned, posted on LinkedIn and saw no results. Today, around 60% of his company’s leads come from LinkedIn. I wanted to understand what happened in between, so last week we sat down and talked. One thing became clear very quickly: Aligned is building in a category that needs explanation. Most buyers don’t wake up searching for this kind of product and there isn’t much existing demand to capture, so search and ads only go so far. Gal described it as having to build a growth machine from zero. LinkedIn became the place where that work happened. What’s important here is how he used it. He didn’t treat LinkedIn as a distribution channel. He treated it as a thinking space. He wrote about: → the day-to-day reality of sales leaders → why deals stall even when everyone’s aligned → how pressuring sellers creates resistance from buyers If you’re selling into enterprise, you recognize these moments immediately. For a long time, the results were unclear. There was engagement, and some DMs, but very little that looked convincing on a dashboard. This is where most founders give up.  But instead of stopping, Gal simplified the goal. The posts weren’t there to convert. They were there to help buyers recognize their own problems. Only later did measurement come in. Every new user was asked one question: → “How did you hear about us?” Over time, the pattern became obvious. LinkedIn kept coming up. Eventually, it reached around 60%. That’s also when the content evolved slightly. After a post that went deep on a specific problem, Gal would add a short line at the end explaining that Aligned was built to help with exactly that situation. Same language. Same framing. Very light touch. That’s when signups became consistent. What I took from this conversation, and what I keep thinking about, is how useful this is for founders building something new. A few practical takeaways if you’re in that position: → If your category needs education, treat content as part of the product → Write about problems your buyer already lives with, not your solution → Expect a long period where nothing is clearly measurable → Don’t over-engineer attribution early, just ask customers where they came from → Close the loop only after trust is already there This approach takes patience. But it compounds. In an AI-first world, tools and features move fast. The ability to explain a problem clearly and earn trust over time is harder to copy. Is LinkedIn part of your growth engine today? ♻️ Repost to help other founders grow! 🔔 Follow me, Yuval Passov, for weekly insights on startup growth, founder wellness, and leadership in the age of AI.

TIPS FROM THE AGENCY (https://lnkd.in/gsyMAU5u) What if a few simple SEO tweaks could double your organic traffic? That’s exactly what happened to one of our clients, a social media marketing agency. We helped them grow their organic sessions from 8,050 to 20,847 in just one year—a 158.9% increase. The best part? These fixes are straightforward and repeatable. Here’s what we did: ▶️ Website Structure and Service Pages ✅ Created 40 New Service Pages: We designed and implemented 40 service pages with high-converting layouts. Each page included clear CTAs (to compel users to convert), responsive design (to cater to all screen sizes), and improved internal linking (to drive leads toward relevant pages and enhance navigation). ✅ Refreshed Existing Landing Pages: We updated all existing landing pages by implementing proven UX and conversion principles, such as streamlining forms, adding compelling CTAs, and improving above-the-fold content. ✅ Improved Menu and Footer Structure: We developed a new, intuitive menu structure with clear categorization and simplified the footer by consolidating key links. We also enhanced navigation with mobile-first designs and optimized it for SEO by incorporating schema markup and internal linking strategies. ▶️ E-E-A-T and Content Enhancements ✅ Built All E-E-A-T Pages from Scratch: We created essential pages such as About Us (to tell the client’s story), Reviews (to show off their expertise and trustworthiness), and Contact Us (for transparency). ✅ Build the Blog with a Fresh Layout: We designed the entire blog with a modern, visually appealing layout featuring a sticky Table of Contents, improving user engagement and navigation. ▶️ Social Media Strategy ✅ Established Social Media Profiles: We recommended branded profiles on key platforms to enhance the brand's online presence and increase its visibility. This aided with building search demand for the client’s branded keywords. ✅ Developed a Social Media Strategy: We implemented a content strategy that included regular posts, engaging campaigns, and seamless integration of social media links across the website. ▶️ Backlink and Authority Building ✅ Strengthened Link Profile: We developed a link-building strategy targeting the most important service pages, obtaining high-quality, niche-relevant backlinks with exact keyword match anchors. ✅ Boosted Authority with Thought Leadership: We introduced a content plan focused on engaging, niche-specific blog posts to position the brand as an industry leader. Here are the results: Sessions: +158.97% (8,050 → 20,847) Engaged Users: +158.32% (5,857 → 15,130) If you’re ready to drive more organic traffic to your sites, start with these 4 strategies. And if you want us to do the heavy lifting for you? Feel free to reach out: https://lnkd.in/gsyMAU5u We’ll provide a free audit of your website and an actionable gameplan for increasing traffic.

I've created 100s of SaaS landing pages that (1) rank in Google and (2) convert traffic into customers. Here's the exact landing page plan I follow: 1. Hero section Company logo: Ensure branding is immediately visible. Headline: Benefit-driven headline that captures attention and clearly states the (compelling) value proposition. Subheadline: Supporting statement that adds further clarity to the headline. Primary CTA: Button that stands out and guides the user to the desired next step. Social proof: Show that people like the reader are also using the product (and how many). Image or video: Add an image, video, or GIF that visually communicates the product in action, making it easy for users to understand how it works. 2. Benefits section Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. 3. More social proof Testimonials: Include quotes from satisfied customers to increase authenticity. Trust signals: Add logos of well-known brands or individual users to further establish credibility. 4. FAQ section Address the most frequently asked questions to overcome any objections. Use Google autosuggest, keyword research tools, and search modifiers to find SEO-focused questions to further optimise for your target keyword(s). 5. Final call to action (CTA) Encourage users to take immediate action. 6. Internal linking Links to related features: Provide links to other feature pages to keep users exploring. Make sure to also link to the new landing page from other pages with optimised anchor text. 7. Mobile optimisation Ensure the landing page is fully optimised for mobile users with quick load times, easy navigation, and mobile-friendly CTAs. 8. Footer section Contact information: Include contact details like email, phone number, and address or a link to support. Legal information: Provide links to important pages such as Privacy Policy and Terms of Service. 9. Repeat for every feature We created 8 of these feature pages for a B2B SaaS company a few months back. They now: - Rank for searches directly looking for their product - Get 20,000+ "warm" SEO traffic per month It works.

If you ask (and answer) this 1 question before starting cold outreach, you'll be on track to see 2x results from your outbound in 2025. 📌 The question is simple: Does this matter to THEM? Too often, outbound efforts are built around what we want: to book a meeting, to hit quota, to close the deal. But here’s the reality: no one cares about your goals unless they align with theirs. This is where my #EarnTheRight approach comes in. Before you send an email, pick up the phone, or craft a LinkedIn message, stop and ask yourself: “Am I talking about what matters most to my prospect?” Taking the time to create email copy and phone talk tracks that align with their priorities is critical. This is not about prospect-specific personalization. This is about RELEVANCE. ➡️ Here’s why: Relevance drives response. When you speak to the challenges and goals that matter the most to your prospect, you’re no longer interrupting them—you’re engaging them. Want to stand out in 2025? Believe me when I say the bar is low and stealing this strategy will help you 2x your results this year. Most outreach is about the seller: “We offer X,” “Our platform does Y.” Flip the script by focusing on the prospect’s world instead, and you instantly differentiate yourself. Trust builds faster when your messaging reflects that you’ve done the homework. In 2025, relevance isn’t just important—it’s essential. Buyers are busier than ever, and generic outreach is the quickest way to get ignored. When your outreach centers on what truly matters to your prospects, you earn the right to their time, their attention, and eventually, their business. 📌 How are you ensuring your team’s messaging speaks to what matters most to your prospects?

Meta's Breakthrough in Recommendation Systems: Solving the Recall vs Relevance Dilemma Researchers at Meta Platforms have just published groundbreaking work that tackles one of the most fundamental challenges in recommendation systems: the trade-off between finding highly engaging content and semantically relevant content. The Problem: Traditional item-to-item (I2I) retrieval models excel at finding content users will engage with based on co-engagement patterns, but they often miss semantically relevant items that could drive long-term user satisfaction and content diversity. The Innovation: MTMH (Multi-Task Multi-Head) Architecture Here's how their system works under the hood: Multi-Task Learning Framework: - Combines co-engagement loss (using InfoNCE) with semantic relevance loss (using KL divergence) - The semantic relevance loss leverages knowledge distillation from a pre-trained content encoder - Uses VIT-H14-632M for visual content and XLM-R-Large-550M for text processing Dual-Head Architecture: - Engagement Head: Trained solely on co-engagement data to capture highly engaging items - Relevance Head: Trained with multi-task loss to balance engagement and semantic similarity - Both heads operate in parallel during inference for maximum efficiency Smart Serving Pipeline: - Multi-ANN Module: Performs parallel approximate nearest neighbor search using K-means clustering - Preranker Module: Ranks candidates from each head separately to avoid bias - Quota-Based Merging: Combines results using an adjustable alpha parameter, allowing real-time tuning between recall and relevance without retraining Impressive Results: - 14.4% improvement in recall@500 - 56.6% boost in semantic relevance - Successfully deployed on a platform serving billions of users - Significant improvements in user experience metrics including content diversity, novel interest discovery, and fresh content delivery Why This Matters: This approach addresses critical long-term challenges like content diversity, user retention, and the cold-start problem for new content. The flexible alpha parameter allows platforms to dynamically adjust the recall-relevance trade-off based on specific use cases or user segments. The work demonstrates how thoughtful architecture design can overcome fundamental trade-offs that have plagued recommendation systems, paving the way for more balanced and user-centric content discovery.

In the last 3 years, I've talked to 300+ SaaS founders. Initially, my focus was solely on LinkedIn content marketing to drive inbound growth. Despite solid engagement and impressions, actual lead conversions remained elusive. I asked to dive deeper, collaborating closely with sales, product marketing, paid media, and SEO teams. That's when it became clear: Messaging was fragmented. The founder's vision differed from the sales team's narrative, marketing positioning was inconsistent, and content wasn't converting effectively. Here’s the strategic framework we implemented to solve this: → Narrative Alignment: We unified messaging across all teams, aligning brand storytelling with sales conversations. → Integrated Inbound-Outbound Strategy: Combined targeted outreach with educational content to capture high-quality leads. → Intent-based SEO: Enhanced discoverability by aligning content precisely with buyer intent, driving organic conversions. → Engagement Automation: Automated nurturing to proactively manage and convert interest into leads. → Strategic Community Building: Cultivated active communities around clear brand missions, fostering advocacy and referrals. This integrated, multi-layered approach transformed fragmented efforts into a cohesive, high-performing growth engine. P.S.: If you're a SaaS founder wanting to align your brand messaging and amplify your inbound growth strategically, let's connect.

Most SaaS companies either: → Publish industry insights with zero mention of their product → Write product tutorials that sound like help docs But what if you did both—without sounding salesy? Thought leadership + Product relevance = Content that builds trust AND drives adoption Let me show you. Say your SaaS helps marketers plan and manage content calendars. Instead of writing: → Top 5 Content Marketing Trends in 2025 (generic, forgettable) Write this: → Why Editorial Planning Is Broken in 2025—and What Top Teams Are Doing Differently And in that article: Share patterns you’re seeing in how high-performing content teams work (from your user base or internal data) Add a section: “What We’re Seeing Inside [Your Tool]” — spotlight anonymized insights like “Teams that publish 4x/month with 1-week lead time perform 30% better in organic traffic” Offer takeaways readers can act on — with or without your product. Now it’s: ✅ Educational ✅ Trust-building ✅ Product-relevant (without being pushy) This kind of content isn’t just about sharing ideas. It’s about showing how your product thinks, helps, and elevates. If your thought leadership doesn’t reflect the POV your product is built on… …it’s just another article. A great real-world example of this is Ryan’s article on the Ahrefs blog titled “AI Content is a Short-Term Arbitrage.” They take a bold stance on the future of AI in content marketing, backed by: ↳ Their own product data ↳ Screenshots ↳ Real examples of how they do SEO using Ahrefs They’re not selling the tool—they’re teaching you how to think like someone who uses it effectively. That’s Product-Led Thought Leadership in action.